Nearly 45% of U.S. and 31% of UK mobile video users will join the mobile audience for the 2008 Olympic Games, Nielsen Mobile reported Thursday. 

Nielsen’s data shows that U.S. and UK consumers are especially likely to view high-profile, short events, such as Track and Field and Gymnastics, on their mobile phones.  

The mobile Internet will also play a critical role in mobile Olympics viewing, with 23% of U.S. and 17% of UK mobile Internet users planning to track the Games through their phone browsers, according to Nielsen.

“Mobile media will change the way many consumers engage with this summer’s Olympic Games,” Kanishka Agarwal, Vice President of Mobile Media, Nielsen Mobile, noted.  “With millions of mobile users expected to follow the Games on their phone this summer, it’s no surprise that companies like NBC have optimized their mobile websites and developed compelling mobile content specifically for consumers looking to get a quick Olympic fix.”

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